Momo Hub
Momo Hub is a Nepali-style food truck located in Harrisonburg. It appeals to foodies who are looking to try something new and people who miss traditional Nepali cooking.
Problem: Momo Hub is a newer food truck and many James Madison University [JMU] students don't realize that it exists.
Key Insights: Gen Z prefers to spend their money on “experiences” rather than items. Momo Hub can position itself as an experience because they offer such unique food.
Big Idea: Experience Nepal from the comfort of Harrisonburg, Virginia.
Marketing Goal: To inform and create interest for the Nepali food offered at Momo Hub.
Role: Copywriter
Contributors: Paige Mudd (Researcher) & Mira Dover (Graphic Designer)
1. Roughs
Mira made these roughs to try to convey the message that eating Momo is like visiting Nepal. She integrated traditional Nepali buildings with Momo to convey this message. She also used vibrant colors to represent the vibrance of Nepal.
I wrote the copy, but it was too vague to get the message across.
2. Finals
For the finals, I reworked the headline and decided that a stacked headline would get the message across better. I changed the original headline to the subhead because it ties the imagery with the text.
For the flyer, Mira inverted the white and blue to make the graphic easier to read.
Flyers for mailboxes were a cost-effective, efficient option for Momo Hub. JMU’s Mailroom allows local businesses to stuff the mailboxes, for $0.10 a box with 6,300 boxes. The flyer would be eye-catching to capitalize on the limited time that students may be looking through their mail.
For the napkin holder, Mira kept the same design as the rough and added some texture. The bright colors and interesting imagery will catch the attention of students sitting down for a meal.
We decided to put these in the JMU dining halls. The design would show students a place to try exciting, new foods in a location that already has food around it.
We used the same design from the napkin holder for a yard sign that could be put up around Harrisonburg. The bright color will capture the attention of people on the road.
